“一带一路”视域下的中国体育赛事品牌的发展机遇与挑战

Development Opportunities and Challenges of Chinese Sports Event Brands in the Sight of “One Belt,One Road”

"一带一路"是我国经济、文化输出推广的重要举措,也是我国体育赛事品牌获得发展的全新契机。"一带一路"政策带来了其沿线国家广阔的体育市场腹地,为我国竞技体育赛事品牌提供了良好的群众基础,对我国实体体育产业有着优秀的辅助作用。但是目前我国竞技体育赛事品牌在"一带一路"沿线构建也存在着:缺少具有中国文化特色的体育赛事项目与品牌;国内商业资本对体育赛事品牌走出去的关注度不足;国内体育赛事文化的创新意识和创新能力不强等我国竞技体育赛事品牌走出去的关键性问题。通过文献、比较、访谈等研究方法,得出可以从立品牌、分析需求、营造特色、虚实结合四点进一步完善目前我国竞技体育赛事品牌在"一带一路"沿线地区的开展现状,迎接"一带一路"视域下的中国体育赛事品牌"走出去"的挑战。

“ Belt and Road”is an important measure for promoting economic and cultural exports in our country. It is also abrand new opportunity for the development and acquisition of sports brand in China. The Belt and Road initiative brings alongthe vast hinterland of the country along the country＇ s sports market,provides a good mass base for the brand of competitivesports in China and plays an excellent supporting role in China＇ s physical sports industry. However,at present,the brands ofcompetitive sports in China are also constructed along the “ One Belt and One Road” ：the lack of sports events and brands withChinese cultural characteristics;the insufficient attention paid by domestic commercial capitals to the brand of sports events;the innovation of the culture of domestic sports events Consciousness and ability to innovate is not strong and other key issuesthat our sports and sports brand go out. Through the methods of literature,comparative and interviews,it is concluded that thecurrent status quo of the brand of competitive sports in China along the “ Belt and Road”can be further improved from the fouraspects of brand building,analysis of demand,creating features,combining the actual conditions with the four points TheChallenge of “ Going Global”for Chinese Sports Brands Under the “ One Belt One Road”Vision.